What if the secret to building a high-performing team wasn’t in your systems, but in your sense of humour? In this episode, Hayley Bohan is joined by the always-energizing Michael Kerr — international speaker, author, and “Workplace Energizer” — to unpack how small businesses can lead with intention, laugh more, and create cultures that don’t suck the soul out of their people.

If you’re a small business owner juggling all the hats and hiring your first few team members, this one’s for you.

Michael Kerr is a Canadian Hall of Fame speaker, founder of Humour at Work, and the author of nine books — including his latest, Small Moments, Big Outcomes: How Leaders Create Cultures That Fuel Extraordinary Results. For over 25 years, he’s been travelling the globe to help organizations create more collaborative, humane, and hilariously effective workplaces. Learn more at mikekerr.com.

• Why humour is a leadership superpower (even if you don’t think you’re funny)

• Michael’s leap from senior leadership to solo-preneur speaker — and what made it stick

• The difference between managing and leading culture (yes, even with just 2 employees!)

• What happens when values are just words on a wall — and how to bring them to life

• The ROI of culture: retention, trust, and brand reputation

• Why a sense of purpose makes employees stay (even when they get better offers)

• The one value that transformed a company’s culture: “100% Jerk-Free Workplace”

• Plus: Michael’s practical tips on building culture without spending more money or time

• Michael’s book: Small Moments, Big Outcomes

• Michael’s Website

• Michael on LinkedIn

• Michael on YouTube

Website | Instagram | LinkedIn

If you’re building a brand that’s rooted in purpose and people, don’t just focus on the outside perception. Start from the inside — and lead with humour.

• (00:00:01) - Daring Heart and Strategy in Small Business Marketing
• (00:01:41) - How to Change a Soul Sucking Workplace
• (00:06:01) - Why Leaders Should Lead With Humor
• (00:10:22) - How to Build a Culture of Excellence in your Business
• (00:17:31) - Importance of values in a small business
• (00:21:25) - The Value of Humor at Work
• (00:24:59) - How to Train Your Dog to Sleep
• (00:26:48) - Building a Business on a Slow Start
• (00:31:50) - Do You Get Any Repeat Jobs?
• (00:33:06) - How to Think of Yourself as a Culture Leader
• (00:35:26) - A sense of purpose in the workplace
• (00:42:15) - Valuing your Employees: The 2
• (00:43:22) - How to Build a Culture of Excellence
• (00:45:14) - A message about leadership and culture
• (00:46:38) - Daring Dreams

What if a life-changing diagnosis became the start of your biggest impact?

At just 33, Jessica Baladad found a lump that would set her on an entirely new path. In this powerful and heartfelt episode, host Hayley Bohan sits down with Jessica to hear how she turned a breast cancer diagnosis into a mission-driven business that’s helping people around the world take control of their health.

With no tech background, Jessica taught herself how to build an app, and ended up creating Feel For Your Life, a globally downloaded, free resource for self-exams, reminders, and even AI-powered pathology report support.

This is entrepreneurship rooted in purpose. It's about turning pain into power, and a personal story into a global movement.

Jessica Baladad is a six-year breast cancer survivor, self-taught app developer, and founder of Feel For Your Life — the first self-exam and breast health tracking app built by a patient, for patients. Her app has been downloaded tens of thousands of times across 147+ countries and includes a first-of-its-kind AI feature to help users interpret complex pathology reports.

Jessica has been featured on Good Morning America, USA Today, Upworthy, and more — and has even partnered with the NFL's Crucial Catch Campaign. Beyond the app, she’s become a powerful voice in healthcare advocacy, working on state legislation, speaking before members of Congress, and pushing for access, equity, and transparency in the healthcare system.

✅ How Jessica turned a personal health crisis into a global mission
✅ The origin story of Feel For Your Life — and how it started in the shower
✅ How she taught herself to build an app (and rebuilt it from scratch after a server fire!)
✅ Her mindset shift from “Why me?” to “Use me.”
✅ Why storytelling — not just strategy — was key to media visibility
✅ The AI tool helping patients understand pathology reports
✅ How she keeps the app free through sponsorships and speaking
✅ What to do when someone says “you can’t” (hint: her answer is “watch me”)
✅ Advice for anyone who wants to turn a difficult experience into advocacy or impact
✅ Her personal story of catching a precancerous mole during a recent self-exam

• Feel For Your Life App (available on App Store + Google Play)

• Breastfriend AI: in-app tool to interpret pathology reports

• How to find Jessica:

  • Instagram: @jessica.baladad

  • LinkedIn: Jessica Baladad

  • Twitter: @jessica_baladad

  • Facebook: Jessica Baladad

Download the Feel For Your Life app and start your monthly self-exams today.
Share this episode with a friend, sister, or partner — it might just save a life.
Want to build something meaningful from your story? Let Jessica’s journey inspire your first step.

Subscribe to Daring Dreams: Heart & Strategy in Small Business Marketing to hear more stories where purpose meets entrepreneurship. Follow Hayley Bohan on Instagram @hayley_bohan and connect at marketingonpurpose.ca for marketing coaching, branding insight, and more.

• (00:00:00) - Can You Defeat The Negative?
• (00:00:19) - Daring Dreams: Jessica Baladad
• (00:01:50) - I Found A Lump in My Breast When I Was 18
• (00:06:36) - Jessica Jones on the Fight for Your Life
• (00:11:00) - Breast Cancer Care: Feel for Your Life App
• (00:14:49) - How the Self-Examination App Got Viral
• (00:18:41) - The 'Self-Examination' App
• (00:21:53) - So what would you say to somebody else who maybe wants to do
• (00:23:08) - The Secret to Making Money in Business
• (00:27:10) - Susan Boyle on Her Fight Against Breast Cancer
• (00:28:34) - Feast for Your Life: The App

In today’s episode, host Hayley Bohan sits down with Gilles Essiembre, founder and head coach of O2Max, a company that helps clients improve longevity and athletic performance through metabolic and respiratory training.

If you’re an entrepreneur who’s struggled with finding the right market, balancing personal priorities with business, or staying persistent in the face of setbacks, this episode is packed with insights just for you.

Key Points Discussed:

• The Power of Adaptation: Gilles shares how he had to pivot his marketing strategy from targeting athletes to focusing on longevity clients. This switch played a pivotal role in the growth of his business.
• Following Your Gut: Sometimes, your instincts are the best guide in business. Gilles talks about when to trust your gut, even if it means walking away from potential profit to do what's best for the client.
• Balancing Life and Business: Hayley and Gilles discuss the challenge of balancing health and business and how stepping back to reassess can prevent burnout.
• Finding the Right Clients: After years of trial and error, Gilles found success by marketing to clients who value longevity, proving that focusing on the right audience can transform your business.
• One Handshake Away: Gilles explains the importance of networking, as a single introduction can change the trajectory of your business.
• The Importance of Respiratory Training: Gilles breaks down how respiratory muscle training can improve your body’s efficiency, leading to better oxygen absorption, improved fat burning, and even enhanced cognitive function. This kind of training not only benefits athletes but also contributes to long-term health and longevity.

Additional Resources:

• Connect with Gilles at O2max or on LinkedIn.
• Listen to Hayley’s interview with Kathryn Speer on proactive health
• See how you can work with Hayley to clarify your message too, here.

Tune in to hear how staying flexible and prioritizing relationships has helped Gilles build a thriving, purpose-driven business.

Don’t forget to subscribe to the Daring Dreams podcast and leave a review if you enjoyed this episode!

Have a brilliant business idea but unsure how to bring it to market? This episode is your blueprint. Marketing isn’t just part of the launch—it IS the launch.

Guest Introduction: Sara Furlong-Warren, Chief Content Officer and Co-Founder of Storyay, joins Hayley Bohan to share how her team successfully launched an innovative children's product using a highly strategic marketing approach. With 20 years of experience in kids’ entertainment and publishing, Sara brings deep insight into what it takes to go from idea to fully funded Kickstarter.

Episode Summary: Launching a business isn't just about building the product—it’s about building the market. In this episode, Sara shares:

• How Storyay reimagined children's reading with serialized, personalized, mailed stories.
• Why they prioritized brand strategy before anything else.
• The importance of a pre-launch runway and how they used social media, PR, and live TV appearances to build early trust.
• How Kickstarter served as both funding and a powerful marketing tool.
• The importance of educating the customer when selling something truly unique.
• The vital role email marketing plays in conversion and retention.
• How the team built out a full-circle strategy to drive attraction, conversion, retention, and expansion.

Whether you’re launching a new product or considering a pivot, Sara’s approach is a masterclass in small business marketing strategy.

Additional Resources:

Connect with Sara and learn more about Storyay

Instagram - TikTok - Facebook - Website

Connect with Hayley

Instagram - Facebook - Website - Book

  If you're feeling stuck on your own business launch, make sure you're following Daring Dreams and subscribe for more marketing strategy deep dives!

If your podcast is lighting up your soul but draining your time without results—you’re not alone. In this episode, Hayley Bohan sits down with marketing and visibility strategist Kimberly Spencer to explore how to turn your platform into a purposeful, profit-aligned asset.

Guest Intro: Kimberly Spencer is an award-winning high-performance, trauma-informed coach, TEDx speaker, founder of Crown Yourself® and CEO of Communication Queens, and the bestselling author of Make Every Podcast Want You, which was named one of the "Top Books of 2024 to Change Your Life" by Foureva Media in NYC’s Times Square. She's been featured on Netflix, The CW, ESPN, Thrive Global, NPR, and Forbes—and she's here to help you rethink how visibility and subconscious identity shape your results.

What You’ll Hear in This Episode:

️ How Kimberly generated over $250K in business from guest podcasting Why her agency model wasn’t sustainable—despite “success” on the outside ⚙️ The strategic decision to restructure her business to protect profit & peace How subconscious blocks around guilt, identity, and visibility can cap growth Why your podcast (or book!) should be your #1 lead magnet The 3 types of guests that grow your business—not just your download count How to detach your self-worth from your business outcomes (without losing drive) The “avoidance list” tool that uncovers your next bold move

Mentioned in the Episode:

• Make Every Podcast Want You by Kimberly Spencer
• Crown Yourself® Coaching
• Communication Queens 
• Blue Ocean Strategy by W. Chan Kim & Renée Mauborgne

If you’re ready to let your podcast work double-duty—building your brand and your bottom line—don’t miss this episode. And don’t forget to share it with a fellow dreamer who's building visibility with heart and strategy.

Judith and Justin Sweeney, the founders of Bubbles and Balms, share their inspiring journey of building a values-driven skincare business over the past 10 years. From battling imposter syndrome to navigating major pivots during the pandemic, they’ve learned how to turn challenges into opportunities.

What You’ll Learn in This Episode:

• How to build confidence and push past imposter syndrome.
• Why simplifying your product offerings can lead to greater success.
• The importance of mental health in entrepreneurship.
• Lessons on pivoting and adapting during times of uncertainty.

Episode Highlights:

00:00 – Meet Judith and Justin Sweeney and their passion for skincare.

05:50 – Overcoming imposter syndrome as new entrepreneurs.

15:30 – How they pivoted from in-person markets to e-commerce during COVID-19.

25:45 – Why simplifying product offerings improved their marketing and sales.

32:10 – The value of a strong brand identity and lessons from rebranding.

43:20 – Managing mental health challenges while building a business.

50:10 – Key advice for entrepreneurs on learning, mentorship, and persistence.

Resources Mentioned in This Episode:

Bubbles and Balms: Visit their website: bubblesandbalms.ca

Hayley’s book Brand Worth Loving: Check it out here ✨

Ready to Build Your Dream Business? Tune in now to hear Judith and Justin’s inspiring story and get actionable advice to fuel your entrepreneurial journey.

Don’t forget to: Subscribe to Daring Dreams on your favorite platform.

Leave a review to let us know your favourite takeaway. Every review helps us reach more small business owners who dare to dream big!

Are you thinking about launching a podcast — or already have one, but feel like you're shouting into the void? In this episode, Hayley Bohan sits down with podcast producer and strategist Joel Oliver, founder of East Coast Studio, to dig into what really makes podcasting an effective marketing strategy, not just a content channel.

From choosing your niche to repurposing one episode into a week’s worth of content, Joel breaks down what it actually takes to build an audience, grow trust, and (yes!) turn listeners into paying customers. Whether you're just starting out or already publishing weekly episodes, this one will help you podcast with a purpose.

Meet Our Guest: Joel Oliver is the founder of East Coast Studio, a full-service podcast production company focused on helping health and wellness entrepreneurs launch and grow impactful shows — without the overwhelm. He’s also the host of Profits Through Podcasting, and a big believer in aligning marketing with what you actually love doing.

What You’ll Learn in This Episode:

• Why podcasting works best when it’s part of your marketing funnel
• The biggest mistake most podcasters make (and how to avoid becoming part of the 93% who quit)
• How Joel’s own health scare forced him to delegate and build a scalable business
• The four “growth pathways” to promote your podcast like a pro
• Why niching down can supercharge your podcast and your marketing strategy
• Tools and tactics Joel recommends to repurpose your podcast into reels, blogs, and beyond
• How to build trust and community — not just listeners

Marketing Strategy Takeaways:

1. Podcasting is a content engine — but only if you repurpose it smartly.
2. Delegate what drains you to stay consistent and focused on high-value marketing.
3. Use your podcast to build trust and warm up leads for your actual offer — not random sponsors.
4. Niche podcasts convert better. Clarity in who you serve = better reach and results.

️ Resources Mentioned:

East Coast Studio

Profits Through Podcasting (Joel’s podcast)

Connect with Joel 

LinkedIn

Instagram

If you’ve been sitting on the idea of starting a podcast (or struggling to grow one), this is your sign to take the leap — with a strategy. Listen now and let’s turn your content into a client magnet.

Ever feel like your brand won’t grow unless you turn your life into content? This episode is your permission slip to do it differently.

️ Guest Introduction: In this episode of Daring Dreams, Hayley Bohan sits down with Shanna Truffini, the creator of You Are A Gardener® and the Pull Your Weeds® movement. What started as a personal moment with her kids turned into a mission-driven platform that’s now reached over 25,000 students and educators through books, blogs, school assemblies, and emotional empowerment tools. Shanna shares how she built all of it — while working another full-time job — and why she’s chosen not to be the face of her brand.

What You'll Learn:

• Why Shanna intentionally pulled back from being front-and-center in her brand — and how it created more space for others to connect
• How she built a message-first platform with no full-time team Her favorite marketing tools (yes, Canva is one of them — and it’s not just for design)
• Why newsletters and referrals are still her top growth channels
• What she avoids on social media — and why How gratitude, creativity, and purpose help her stay consistent
• What advice she gives to aspiring entrepreneurs (hint: it starts with passion, not the perfect plan)

Resources Mentioned:

You Are A Gardener® – Explore the book, blog, and school programs

Talk-A-Dot – Recommended tool for speaker feedback and referrals

Feeling inspired to grow something that feels good and does good? Check out youareagardener.com to grab the book, join the newsletter, or book a school program.

Don’t forget to subscribe, review, and share if this episode spoke to you!

Welcome to the first episode of Daring Dreams: Heart & Strategy in Small Business Marketing. Today, Hayley Bohan dives into her absolute favourite topic – the importance of building a brand strategy for small business owners and solopreneurs. In this episode, Hayley introduces the "three, two, one" framework, offering three compelling reasons, two actionable tips, and one inspiring story on why you need to create a brand strategy.

Show Notes:

• Introduction: Hayley Bohan discusses the significance of infusing personal values and beliefs into your business through a brand strategy.
• Three Reasons to Create a Brand Strategy:
  • Clarity: A well-defined brand strategy provides clarity on your brand’s identity, messaging, and differentiation in the market.
  • Meaning: Infusing personal values and beliefs into your brand creates a meaningful and fulfilling business journey.
  • Ease: A strong brand strategy simplifies marketing efforts by providing a clear direction and consistent messaging.
• Two Actionable Tips:
  • Know Your Customers: Engage with your customers to understand why they choose your business.
  • Believe in Your Legacy: Envision your business as more than just a product or service – see it as a lasting legacy.
• Inspiring Story: The journey of Khryspn Jensen, a first aid trainer, who transformed her business through a solid brand strategy, eventually creating a franchise model.
• Call to Action: Visit our website to learn more about building a brand strategy, and check out Hayley’s book, "Brand Worth Loving," for a step-by-step guide.

Additional Resources:

• Brand Worth Loving Book
• Marketing On Purpose Website
• Legacy Builders Lab (Learn to create your Brand-Worth-Loving with Hayley)

If you're ready to bring clarity, meaning, and ease to your business, create a brand strategy. Head over to our website for resources and courses to get you started. Don't forget to subscribe to Daring Dreams for more insightful episodes!

Is your marketing sucking the life out of you? Dramatic, yes, but certainly the way many small business owners feel. Join host, Hayley Bohan, in this episode of Daring Dreams: Heart & Strategy in Small Business Marketing as she transforms the dread of marketing into an enjoyable and effective part of your business journey.

In this episode, Hayley dives into the common struggles small business owners face with marketing. From hating the process to feeling overwhelmed by a lack of results, she addresses it all. Hayley shares three signs that marketing is draining you, offers actionable steps to combat these issues, and provides a powerful mindset shift that can turn marketing from a chore into a helpful tool for your business.

Key Takeaways: Three Signs Marketing is Draining You:

1. You hate marketing.
2. You're not seeing results.
3. You keep putting it off.

Two Quick Actions to Improve Marketing:

1. Assess and adjust your current efforts.
2. Play to your strengths and interests.

One Mindset Shift:

View marketing as a way to help your ideal customers find and choose you.

Instagram Strategy Tips: https://www.instagram.com/hayley_bohan/

Feeling drained by your marketing efforts? Tune in to this episode and discover how to breathe new life into your strategies. Don't forget to subscribe and leave a review if you found this helpful!

Welcome back to Daring Dreams: Heart & Strategy in Small Business Marketing! In this inspiring episode, host Hayley Bohan chats with Lorraine Peters, founder of the Development Academy and a participant in the upcoming Miss Universe Canada pageant. Lorraine's story is one of courage, resilience, and the unyielding pursuit of passion.

Guest Introduction: Lorraine Peters is not only a seasoned entrepreneur but also a beacon of inspiration for women everywhere. With a rich background in modeling and personal development, Lorraine has dedicated her life to helping others build confidence and soft skills. Now, she's taking on a new challenge as the oldest contestant in the Miss Universe Canada pageant.

In this episode, Lorraine shares her incredible journey from teaching self-improvement courses to pivoting her business during the pandemic and finally stepping into the world of beauty pageants. Hayley and Lorraine discuss the importance of bravery in pursuing one's dreams, the challenges of niching down in business, and the transformative power of self-confidence.

Key Points:

• Lorraine's background in modelling and personal development.
• The impact of the pandemic on her business and her pivot to focusing on newcomers to Canada.
• The personal breakthrough moment with Hayley reshaped Lorraine's understanding of her purpose.
• The decision to compete in the Miss Universe Canada pageant and the significance of this step.
• The broader implications of bravery and vulnerability in both business and personal growth.

Additional Resources: Follow Lorraine Peters on Instagram and LinkedIn Learn more about the Development Academy here.

Don't forget to subscribe to Daring Dreams and leave us a review! Follow us on social media for more inspiring stories and actionable marketing tips.

Feeling stuck in your marketing? You might be missing one crucial piece — really knowing who your ideal client is. Like, really knowing.

Episode Summary:
In this heart-and-strategy-packed episode of Daring Dreams, Hayley Bohan sits down with Tara J. Blackmore, certified personal trainer, holistic nutritionist, and founder of Clover’s Training & Nutrition — to talk about how getting clear on her ideal client transformed everything in her business. From confused messaging and social media overwhelm to a fully booked calendar and the most successful summer of her career — all without increasing her marketing. (Yes, really.)

Together, they dive into:

• Why narrowing her niche didn’t mean narrowing her impact — it multiplied it.

• How Tara used Hayley’s buyer persona process to discover who she actually serves best.

• The surprising insights she learned from client interviews (even when she thought she already knew the answers).

• How she changed her messaging to match what her dream clients actually needed to hear.

• Why “success without setbacks” became her signature approach.

• The marketing mindset shift that led Tara to post less and grow more.

Whether you’re a service-based entrepreneur, wellness professional, or just tired of marketing that doesn’t feel like you — this episode will give you clarity and confidence in how you show up.

Resources & Mentions:

• Hayley’s Buyer Persona Course (the one Tara took!)

• Follow Tara on Instagram: @taradayeprotrainer

• Connect with Hayley Bohan on Instagram: @hayley_bohan

If you're spinning your wheels online or not connecting with the right people, it might be time to go deeper — not broader. Tune in now and learn how narrowing in can open big doors.

• (00:00:01) - Daring Dreams: Tara J. Blackmore
• (00:00:53) - How Personal Training Went From Gym to Business
• (00:02:43) - The Process of Developing the Clover Training Brand
• (00:04:34) - How To Become a Real Client's Ideal Client
• (00:05:06) - Identifying the clients you can work with
• (00:06:25) - The Process of Identifying Your Perfect Client
• (00:11:24) - Private Training Coach and Entrepreneur
• (00:13:09) - How long does it take to become fully-time employee?
• (00:13:57) - Starting a Business on Your Own
• (00:16:43) - You Started Marketing Less
• (00:21:17) - Personal Trainers on Social Media
• (00:22:20) - Your Wellbeing Coach and Personal Trainer
• (00:24:28) - Plant Your Feet:

What happens when you combine marketing strategy with radical empathy?

In this episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Kerri Carroll, founder of KC’s Clutter Cure, to explore how real connection, clear differentiation, and genuine purpose can drive a business forward even in the most non-traditional of niches.

Kerri didn’t set out to become a decluttering expert. But through a background in psych nursing, a passion for people, and a curiosity about human behaviour, she built a business that helps clients navigate hoarding and squalor with compassion and strategy. And she did it all in her 50s, by leading with service, leaning into visibility marketing, and identifying a differentiator most others would avoid.

In this episode, you’ll learn:

• How to identify a market gap and confidently niche into it even if it's emotionally sensitive
• What it really means to build a trauma-informed, service-based brand
• Why word-of-mouth and visibility are still your best marketing tools
• What to do when someone disses your clients on social media (or disses you)
• The mindset shift every solopreneur needs when starting later in life
• How in the depths of despair, you too can rise.

This isn’t a “build your business in 30 days” kind of episode. It’s a real, honest look at what it means to show up for your clients, build trust, and stand out in a deeply human way.

Meet Kerri Carroll Founder | Speaker | Coach | Advocate for Transformational Change

Kerri Carroll is the founder of KC’s Clutter Cure, a professional organizing and coaching business that helps people move beyond physical, emotional, and lifestyle clutter. With a background in psych nursing and executive leadership, and a sharp eye for human behaviour, she brings empathy and practicality to one of the most overlooked service sectors in small business.

KC’s Clutter Cure specializes in hoarding, squalor, and chronic disorganization — but what Kerri really helps her clients declutter is shame. And she’s building a standout brand while doing it.

Learn more on Kerri's Facebook page.

Mentioned in this episode:

1. Hayley’s Book: Brand-Worth-Loving: How to Build an Authentic Small-Business Brand that Inspires
2. Build Your Buyer Persona Course

Takeaway Thought: If you’ve ever wondered whether your business is “different” in a way that might make it harder to market, this episode will show you how that difference can become your greatest strength.

What if the most daring decision of your life — stepping away from college to help your best friend with terminal cancer — ended up launching a viral movement, saving lives, and building the foundation of a purpose-fueled marketing agency? That’s exactly what happened to Dillon Hill, founder of CosmoForge.

In this heart-forward, strategy-rich episode, Dillon joins Hayley Bohan to share his inspiring entrepreneurial journey, the lessons learned from running viral campaigns, and how small businesses can leverage both CRM systems and social purpose to build strong, scalable brands. From selling cake pops to raising $250K and breaking a world record, to helping service-based businesses track what really matters — Dillon’s story is proof that purpose drives support, and that big dreams, backed by strategy, can absolutely change the world.

In This Episode:

• The true story behind My Best Friend’s List and how it went viral
• How purpose became a cornerstone in Dillon’s business philosophy
• Dillon’s definition of “charitable marketing” — and why it works
• The role CRM plays in simplifying small business operations
• How to identify bottlenecks in your sales funnel
• What most business owners get wrong about marketing metrics
• Dillon’s approach to onboarding (and giving back at the same time)

Top Marketing Strategy Takeaways:

✔️ Purpose drives support. Lead with meaning and people will rally around your mission — customers, team members, and even the media.

✔️ Know your benchmarks before you launch. Success isn't a vibe — it's a number. Define it early so you know when something's working or needs adjusting.

✔️ CRM systems do the heavy lifting. Free up your brain and eliminate chaos. A CRM captures leads, tracks conversations, and keeps your follow-up consistent.

✔️ Track what matters, not just what’s visible. Vanity metrics (likes, views) are misleading. Focus on conversions, funnel movement, and ROI.

✔️ Marketing is a system — not a one-time effort. From ads to emails to follow-up: it all connects. Mapping the full customer journey helps you plug leaks and scale smarter.

✔️ Your website might be the real problem. If ads are performing but you’re not converting, your site experience could be the bottleneck.

✔️ Test big ideas — but always pair them with benchmarks. Creativity is powerful when it’s grounded in data. Be bold, but strategic.

Resources & Links:

• Visit CosmoForge → https://cosmoforge.io
•  Watch the viral video → My Best Friend’s List

Dillon’s Free Offer: Get in touch today and receive a free consultation:

• Custom Growth Plan tailored to your business goals.
• Marketing Audit to uncover gaps and opportunities.
• Actionable Steps you can implement right away.
• Budget & Channel Advice for maximizing your results.

Claim your free consultation: https://cosmoforge.io/contact

Connect with Hayley: Subscribe to Daring Dreams wherever you get your podcasts — Apple, Spotify, or at marketingonpurpose.ca

Love what you’re hearing? Leave a review, share the episode, or tag us on social to spread the love. This community grows because of dreamers like you.

In today’s episode, host Hayley Bohan dives into one of the most powerful strategies small business owners can adopt: niching down. If you’ve ever felt hesitant about narrowing your target audience, this episode will help you reframe that fear into opportunity. Hayley outlines why reaching everyone actually means reaching no one, and shares inspiring examples, from GoPro to Bubbles and Bombs, demonstrating how businesses thrive by targeting a specific audience.

This episode’s 3-2-1 breakdown includes:

• Three reasons why niching down creates stronger customer connections, boosts authority, and improves ROI.
• Two actionable ways to discover and establish your niche.
• One must-follow tip for targeting the right customers without fear of losing potential buyers.

Hayley also shares advice from her book Brand Worth Loving, encouraging you to zero in on a “minimal viable audience” to increase loyalty, customer connection, and profitability.

Guest Mention: Hayley teases an upcoming episode with Judith and Justin from Bubbles and Bombs, who honed in on sensitive skincare to create a unique and impactful niche in the skincare market.

Resources Mentioned:

Brand-Worth-Loving: How to Build An Authentic Small-Business Brand that Inspires.

Build Your Buyer Persona Online Course

Ready to find your niche and stand out? Tune in for practical advice, real-world examples, and a bit of brand philosophy to help you take your business to the next level by narrowing your focus.

Ever wondered what it takes to break free from the corporate grind and start your own business? Join us in this episode of Daring Dreams as we chat with Sue Oland, a former corporate leader who made the bold move to entrepreneurship.

Guest Introduction: In this episode, host Hayley Bohan sits down with Sue Oland, a seasoned corporate marketer and leader who recently founded Good People Business Consulting. With a wealth of experience in corporate strategy and leadership, Sue shares her journey of leaving the corporate world behind to pursue her entrepreneurial dreams.

Summary: Sue Oland opens up about her transition from a high-level corporate career to starting her own business. She discusses the reasons behind her decision, the challenges she faced, and the personal growth that came with embracing entrepreneurship. From overcoming the fear of promoting herself to redefining what success means, Sue’s story is a testament to the bravery and determination required to make such a significant life change.

Key Points:

• Sue’s background in corporate marketing and leadership
• The concept of "golden handcuffs" and why Sue decided to break free
• The hurdles and personal challenges faced during the transition
• The importance of redefining success and identity as an entrepreneur
• Tips on finding authentic marketing strategies that work for you

Additional Resources: Visit Good People Business Consulting Website

Follow Good People Business Consulting on Instagram @GoodPeopleConsultants

Subscribe to Daring Dreams for more inspiring stories and actionable marketing insights. If you enjoyed this episode, please leave us a review and share it with your network!

In this episode of Daring Dreams, Hayley Bohan sits down with Tanya Nace, CEO of World Hope International Canada, to reveal the marketing strategies and bold moves that led to life-changing results.

Tanya explains how their shift to a virtual model, creation of a clear donor persona, and use of short-form video content transformed both their brand and the communities they serve. From drilling wells that provided clean water and safety to building schools that stopped girls from being exploited, this episode is the perfect blend of strategy and heart. Discover how marketing can do more than drive growth—it can change lives.

Key Points:

• Marketing with Impact: How World Hope used branding, storytelling, and donor personas to create a sustainable growth model.
• Transformation through Action: Real-world results from strategic marketing, including clean water access and education initiatives.
• Donor Engagement Tactics: The power of personalized outreach and online events to keep donors connected and inspired.
• Embracing Short-Form Content: How quick, engaging videos on social media drove donor involvement and spread awareness.
• The Role of Hope: How World Hope balances hopeful messaging with the serious, impactful work they do around the globe.

Additional Resources:

• Learn more about World Hope International Canada and their transformative projects at worldhope.ca.
• Follow Hayley Bohan on Instagram and LinkedIn for marketing tips and inspiring business stories.

Want to see how strategy meets heart in small business marketing? Subscribe to Daring Dreams and learn how to build a brand that transforms both your business and the world!

In this episode of Daring Dreams, host Hayley Bohan sits down with Vero Arseneault, the creative mind behind Ava Rose and Sail Away jewelry. Vero shares her journey from crafting jewelry in a small rural town to seeing her designs worn by celebrities at the Emmys and featured in Vogue.

While her jewelry was already turning heads, Vero realized that her brand needed a transformation to match her bold, artistic vision. That’s where Hayley came in. In this conversation, they dive deep into how Vero built a brand that reflected her values of inclusivity, creativity, and self-expression, turning it into one that resonates on a global scale.

What You'll Learn in This Episode:

• How Vero went from a small-town artist to an Emmy-featured jeweler.
• The key steps to transforming a business from the ground up with a customer-focused brand strategy.
• How to build a brand that’s not just seen but felt by your customers.
• The importance of aligning your business with your personal values and beliefs to achieve authentic growth.
• Practical tips on how to rebrand your business to stand out in a crowded market.

Resources Mentioned:

1. Bold jewelry for all humans at Ava Rose 
2. Fashion jewelry at Sail Away.
3. Follow Ava Rose Jewelry on Instagram or TikTok.
4. Learn more about Hayley’s Marketing on Purpose Days (held in NB, Canada)
5. Learn more about how to build your own Brand-Worth-Loving with Hayley's book. Buy on Amazon.

If you’re feeling stuck in your branding journey or ready to elevate your business, this episode is a treasure trove of insights. Tune in, get inspired, and don’t forget to subscribe and leave a review!

Welcome to another episode of the Daring Dreams podcast! I'm your host, Hayley Bohan, and today, I'm thrilled to be joined by my dear friend and past client, Kathryn Speer. Kathryn is the owner of Thermography Clinic NB, and her story is a must-listen for anyone contemplating a leap into entrepreneurship or looking for proactive health strategies.

Key Points:

• Kathryn's impressive journey from a corporate executive to a thriving small business owner in the health sector.
• How thermography plays a crucial role in proactive health, detecting physiological changes before they develop into diseases.
• Kathryn's personal health scare that led her to discover thermography and eventually build her business.
• The challenges she faced starting her business during the pandemic and how she overcame them.
• The importance of identifying and understanding your ideal client for business success.
• The value of showing up authentically and consistently in business and health.

Guest Introduction: Kathryn Speer is the passionate owner of Thermography Clinic NB. With a background in corporate business and a personal health scare that changed her life's direction, Kathryn now dedicates her work to proactive health and wellness through thermography.

Additional Resources:

• Learn more about Kathryn's clinic: Thermography Clinic NB
• Follow Kathryn on Instagram: @thermography_clinic_nb

If you’ve been inspired by Kathryn’s journey and want to take a proactive step in your health, visit Thermography Clinic NB to learn more about how thermography can help you. Don't forget to subscribe to the Daring Dreams podcast for more inspiring stories and actionable marketing insights!

What if the lowest point of your life turned out to be the foundation for your biggest success? In this episode, we explore how Krista Walsh went from being fired three times in six months to building the first woman-owned collection agency in Atlantic Canada.

Guest Introduction: Meet Krista Walsh—founder of KC Collect, award-winning speaker, best-selling author, and unapologetically real entrepreneur. Her story is one of grit, guts, and good old-fashioned hustle.

Episode Summary: In this candid and energizing conversation, Krista shares how early failures forced her to discover her true strengths, how necessity and grit launched her entrepreneurial journey, and how asking for help became her greatest business superpower.

We cover:

• How Krista’s failures pushed her to uncover a hidden talent—and build a business around it
• The humble beginnings of KC Collect (think milk crates and $7 phone lines!)
• Why one red folder and one brave ask turned into a 400+ client roster
• The role of mentorship in overcoming self-doubt How grit, persistence, and being bold can open doors—even to major corporate contracts
• Why aligning with the right people and embracing tech helped her scale without burnout Marketing

Strategy Takeaway: This episode is a crash course in the power of grassroots marketing, persistence, and building credibility through referrals and relationships. If you’ve ever felt like a failure or been afraid to ask for help, Krista’s story will light a fire under you.

Resources Mentioned:

Krista’s Website: kccollect.com

Krista’s Book: Stories from a Debt Collector (Available on Amazon or her website for signed copies)

Share this episode with someone who needs a little reminder that failure isn't the end—it's just the beginning. Subscribe, rate, and review the podcast to help more dreamers find their way back to daring.

Feel like your marketing is trying to reach everyone—but landing with no one? This episode will show you exactly what happens when you get hyper-clear on who you serve and how to speak to them. Hayley Bohan sits down with Jason Bahamundi, founder of Run•Tri•Bike, a digital media brand built for everyday endurance athletes. What started as a niche idea is now a global movement—and it all began with a laser-focused message.

Guest Introduction:

Jason Bahamundi is the founder of Run•Tri•Bike, a digital media company on a mission to prove that there's space at the starting line for everybody—and every body. With 25 years in sales and marketing, Jason launched the brand during the pandemic and has since grown it into an international platform of newsletters, social content, and a podcast network. He shares exactly how he did it—without chasing trends or trying to be everything to everyone.

What You’ll Learn:

• Why niche brands grow faster (and how to know if you're too broad)
• The value of saying the same thing over and over again (until it sticks)
• How Jason pivoted from print to digital without losing advertisers
• Why storytelling beats hard selling in niche marketing
• The key to building loyal brand partnerships (and knowing when to say no)
• How Run•Tri•Bike speaks to a defined audience—and still reaches globally
• Jason’s mantra: Get bored with your message—it means it’s working

Mentioned in This Episode:

RunTriMag.com

Start With Why by Simon Sinek

Hayley’s Buyer Persona Course (create messaging that connects)

If you’re building a brand with heart but feel scattered in your strategy—this episode is a masterclass in clarity. Tune in now, share it with a business bestie, and don’t forget to subscribe for more episodes of Daring Dreams.

Would you ever believe that worms and laughter could be the foundation of a successful business—and a killer marketing strategy?

In this episode, Hayley Bohan sits down with Cathy Nesbitt, founder of Cathy’s Crawly Composters, to dig into the dirt (literally!) on unconventional marketing, media magnetism, and how staying rooted in purpose can power your brand visibility.

Guest Introduction: Cathy Nesbitt is a health and sustainability advocate, a multi-award-winning entrepreneur, and the founder of three eco-minded ventures: Cathy’s Crawly Composters, Cathy’s Sprouters, and Cathy’s Laughter Club. Based just north of Toronto, Cathy has been transforming perceptions of composting for over 23 years—and she’s been featured in over 300 media stories for her efforts.

Summary: Cathy shares her incredible marketing journey, from launching a worm composting business nobody wanted to touch, to becoming a sought-after media source and workshop leader. She dives into:

• How she used timely press releases and current events (like the 2002 Toronto garbage strike) to generate buzz.
• Why educating through schools became her gateway strategy.
• How laughter yoga helped her combat burnout—and became her next marketing tool.
• Her grassroots approach to visibility: showing up everywhere, pitching creatively, and saying “yes” to media.

Marketing Takeaways:

• The power of press releases in positioning yourself as a solution.
• Why passion-fueled persistence outperforms polished strategies.
• How leveraging personal quirks and authenticity makes your business magnetic.

Resources & Links:

1. Cathy's Crawly Composters Website
2. Free Laughter Yoga Tuesdays
3. Cathy's YouTube Channel

4. Cathy's Linked In

5. Marketing On Purpose 

Got an unconventional business idea? This episode will convince you to stop hiding and start pitching! Subscribe, leave a review, and join our marketing community over at Marketing On Purpose.

Welcome to another episode of Daring Dreams: Heart & Strategy in Small Business Marketing. In this episode, Hayley Bohan sits down with Sean Casey, a seasoned entrepreneur and Professional Golf Association of Canada coach, who shares his journey of building BurlOak Indoor Golf—an innovative, full-service golf facility catering to golfers year-round.

Key Takeaways:

1. The Power of Taking the Plunge: Sean emphasizes the importance of committing fully to your vision, even when the path is uncertain. His journey from concept to opening Burloak Indoor Golf highlights the need for perseverance and adaptability.
2. Navigating Challenges: Learn how Sean overcame the hurdles of COVID-19 shutdowns and the unexpected closure of his previous academy, leading to the birth of a new business that not only survived but thrived.
3. Creating a Premium Experience: Discover the thought process behind creating a high-end golf facility, from selecting the right location to designing an unforgettable customer experience. Sean’s focus on quality—from the technology used to the ambiance—sets Burloak apart in a competitive market.
4. Balancing Work and Life: Sean opens up about the challenges of maintaining work-life balance while running a demanding business. He shares practical advice on stress management and the importance of staying passionate about your work.

Resources & Links:

Burloak Indoor Golf – Check out Sean’s golf facility in Burlington, Ontario.

HeartMath – A tool mentioned by Sean for managing stress through mindfulness and heart rate variability.

Getting Started- Check out the Marketing On Purpose Academy and set the foundation for consistent and more predictable revenue. 

Feeling inspired to turn your passion into a thriving business? Tune in to hear Sean’s journey and take the first step towards making your dream a reality.

In this powerful episode of Daring Dreams, Hayley Bohan sits down with Darren Dawson, founder of Common Sense Defense for Women. Darren didn’t start a business because he wanted to — he started it because someone had to. After 15 years on the frontlines as an RCMP officer, witnessing the aftermath of violence against women, Darren knew he couldn’t just respond — he needed to prevent. But building a purpose-driven business is one thing. Marketing it? That’s a whole other story.

Tune in for a heart-led, strategy-rich conversation where Hayley gives real-time marketing advice to help Darren get his mission in front of the women who need it most. From identifying his ideal customer to ditching discounts and leaning into emotional messaging, this episode is packed with strategic gems for entrepreneurs who are driven by more than just profit.

 In this episode, you’ll learn:

• Why Darren created a self-defense course just for women — and what makes it different
• The marketing mistake many purpose-driven businesses make (and how to fix it)
• How to shift your mindset from “discounts” to “emotional connection”
• The power of partnerships and how Darren used them creatively to gain visibility
• What to do when social media isn’t working, and where to focus instead
• Why identifying your real ideal customer changes everything

About Darren Dawson:

Darren is a retired RCMP officer and the founder of Common Sense Defense for Women, a six-hour course designed to empower women with simple, practical skills to stay safe. His mission? To teach as many women as possible how to protect themselves — physically and mentally — in a world that too often leaves them vulnerable.

Connect with Darren: 

Common Sense Defence Website

Facebook

Instagram

Mentioned in this episode:

Big Magic by Elizabeth Gilbert

CPR/First Aid training partner: Life Start 

Buttercup Cookie Lady collab (Moncton, NB)

✅ If you’re a purpose-driven entrepreneur struggling to turn your passion into visibility, this episode is for you. And if you believe in Darren’s mission, share this episode — you might help someone take the course that changes everything.

In this powerful episode of Daring Dreams, host Hayley Bohan sits down with Pam Pastrik, founder of NB Copes, a nonprofit that provides creative, holistic grief support to families navigating the loss of a loved one. Pam’s journey began with personal tragedy, but she transformed her pain into a purpose-driven organization that’s helping others heal. Along the way, she has faced the unique marketing challenges of building a nonprofit—crafting a message that’s not just compelling, but deeply personal and heart-centered. Pam shares the marketing strategies that have helped NB Copes grow and become a key player in supporting grieving families on the East Coast. With a focus on local engagement, long-term community building, and art therapy, Pam’s story is both inspiring and insightful for anyone navigating the complexities of nonprofit marketing.

You’ll hear about:

• Storytelling as a core marketing tool: Pam’s ability to authentically share her own experiences with loss helped establish deep emotional connections with families, sponsors, and supporters. Building a grassroots movement: How Pam shifted from a national organization to a local nonprofit, enabling NB Copes to resonate with local stakeholders and donors.
• The power of long-term communities: Instead of short-term programs, NB Copes fosters ongoing relationships between grieving families, creating a lasting support system and reinforcing loyalty to the organization. Art therapy as a differentiator: Learn how Pam’s passion for art became a key part of NB Copes’ brand, positioning it as a unique service in the region.
• The importance of advocacy and evidence: Pam explains how she used research on the impact of grief on children to convince stakeholders of the nonprofit’s importance, helping to secure critical funding.
• Leveraging relationships: Pam highlights how forming meaningful connections with key community members helped her gain traction for NB Copes, ultimately leading to organic growth and deeper community involvement.

This episode isn’t just about marketing a nonprofit—it’s about doing so with heart. Pam’s approach is a masterclass in blending purpose, passion, and strategy to build an organization that truly makes a difference.

Guest Bio: Pam Pastrik is the founder of NB Copes, a nonprofit dedicated to supporting families coping with grief and loss. Drawing from her personal experiences and her background in art therapy, Pam has created a grassroots movement that combines creativity, community, and compassion to provide long-term healing for families. NB Copes offers family retreats and art-based programs designed to foster connection and offer holistic support. Learn about NB Copes here.

Key Takeaways:

1. Storytelling Matters: Personal stories are the cornerstone of nonprofit marketing. Pam’s willingness to share her own grief has helped her build trust and engage donors.
2. Long-Term Connections Build Loyalty: Fostering a sense of community beyond single programs creates a strong, supportive network that stays engaged with the organization.
3. Use Your Passion to Differentiate: Incorporating Pam’s background in art therapy has not only provided healing for families but also helped NB Copes stand out in the nonprofit space.
4. Start Local for Sustainable Growth: Focusing on local engagement, Pam was able to establish a grassroots movement, building support through authentic relationships.

Are you inspired by Pam’s story of purpose-driven marketing? Don’t miss this chance to learn how to build a nonprofit brand with heart. Subscribe to Daring Dreams and share this episode with anyone interested in nonprofit marketing or community-building strategies.

If traditional marketing feels like a noisy echo chamber of reels, funnels, and fake connection — this episode will feel like a breath of fresh, ocean air.

In today’s episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Sonia Strobel, co-founder and CEO of Skipper Otto, one of the first community-supported fisheries in the world. Sonia isn’t just selling seafood — she’s redefining how we market, how we connect, and how we build lasting loyalty through genuine relationships. From launching Skipper Otto on a scanned-photo website and 40 mailed-in checks to building a thriving B Corp with over 8,000 members and 45 fishing families, Sonia’s story is full of inspiration, grounded leadership, and marketing wisdom rooted in purpose.

What We Cover in This Episode:

• How Skipper Otto flipped the seafood industry by putting people and sustainability first
• The marketing power of storytelling and actually knowing your customer
• Why Sonia focuses on relationship-building over ad budgets — and gets 80% year-over-year retention The systems Sonia built to support team trust, leadership, and long-term growth
• How Skipper Otto uses customer-fisher connection as their secret marketing weapon
• Creative campaigns that build emotional bonds (hint: secret Santa letters from customers to fishers!
• Why purpose-built businesses need to define “enough” and ignore the growth-at-all-costs model
• Sonia’s approach to letting go of control as a founder — and why it’s crucial for scaling with soul

Marketing Takeaways You’ll Love:

• Marketing is trust-building.
• Relationship-first companies don’t need aggressive funnels — they build movements.
• Genuine connection > algorithmic tricks.
• What Sonia’s doing can’t be faked — and that’s exactly why it works.
• Embrace slow marketing. You don’t need to “go viral” to create deep, lasting impact.

More About Sonia Strobel & Skipper Otto: Sonia is a former high school teacher turned trailblazing entrepreneur. Since 2008, she’s led Skipper Otto in reshaping the seafood industry with values like transparency, community, and living wages. She’s also a passionate advocate for food system reform, small-scale fishers, and mentorship for purpose-driven businesses.

Resources & Links: Learn more or become a member at skipperotto.com Follow Skipper Otto on Instagram@skipperotto Connect with Sonia Strobel on LinkedIn Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com.

Connect with Hayley Bohan: ✨ Website: marketingonpurpose.ca Instagram: @hayley_bohan

Loved this conversation? Share this episode with a business buddy who’s tired of soulless marketing. And don’t forget to subscribe so you never miss a dose of heart + strategy.

Welcome back to Daring Dreams: Heart & Strategy in Small Business Marketing! This episode features Lisa Moser, a former parole officer turned passionate quilt shop owner. Host Hayley Bohan dives into Lisa’s inspiring journey, from her first custom quilts to KP Quilting Studio’s expansion as a beloved local hub. Lisa opens up about her courageous leap from a stable career to fulfilling her entrepreneurial dream, the strategic pivots she made during COVID-19, and how embracing change helped her business thrive.

What You’ll Learn:

• How a life-changing request from a friend set Lisa on a new career path
• Why her calculated risks and flexible planning propelled her forward.
• The importance of authenticity, community, and customer loyalty in building a resilient business
• How the COVID-19 pandemic unexpectedly fueled KP Quilting Studio’s growth

Key Takeaway:

Lisa’s journey shows that the right mix of passion, adaptability, and trust in your community can lead to unexpected growth—even in the most challenging times.

Resources Mentioned:

KP Quilting Studio: kpquiltingstudio.com

Follow KP Quilting Studio on Facebook

Tune in to hear Lisa’s story and get inspired to embrace your own daring dreams. Whether you’re facing setbacks or dreaming of a new path, this episode has something for you!

What if the biggest block in your business has nothing to do with your strategy — and everything to do with your story?

In this raw and powerful episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Ish Bell, founder of Bells Media, to explore the deep inner work that transformed his business from surface-level hustle to a purpose-driven brand built on truth, story, and healing.

But this conversation goes beyond business.

It touches on father wounds, identity, vulnerability, and growth — the kind of growth that starts on the inside and ripples into everything you do, especially how you show up in your brand.

You’ll also hear guest moments from Marci Mendonça, Ish’s partner in life and in Bells Media, as they share the story of how their own healing work led to helping others find their voice, their confidence, and their content style — all by starting with the truth.

This is one of the most meaningful episodes we’ve ever recorded. It’s longer than most. But it’s absolutely worth your time.

What We Talk About:

• The moment Ish decided to find his father after 20 years — and how a coaching conversation sparked it

• How hidden wounds and unresolved identity can block growth in your business

• The journey from chatbots and hustle to healing and content creation with heart

• Why so many entrepreneurs struggle with showing up on camera (and how to fix it)

• How Bells Media helps entrepreneurs uncover their story, define their content style, and create aligned short-form content that actually resonates

• Why vulnerability and truth are strategic tools — not just emotional ones

• The mindset shift that unlocked Ish’s confidence, clarity, and next-level business

• How content rooted in you builds real connection — and real momentum

Key Marketing Insight:

Your story is your brand.
And when you tell it with honesty, vulnerability, and confidence, your content becomes magnetic. That’s the strategy behind what Bells Media does, and this episode shows you what it looks like in action.

Additional Resources:

• Learn more about Bells Media: https://stan.store/BellsMedia

• Follow Ish on Instagram: @becomingish

• Want to find your brand’s purpose? Start with Hayley's book: Brand Worth Loving: How to Build an Authentic Small-Business Brand that Inspires

• Follow Hayley on Instagram: @hayley_bohan

If this episode moved you, share it with someone else who’s on a healing or entrepreneurial journey. And don’t forget to subscribe and leave a review — it helps us reach more heart-led entrepreneurs just like you.

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